Promoting Clinica28's services: passing Google's ad review and steady conversions from Google Ads

Clinica28

Ukraine

Healthcare, Plastic surgery

2026

Promoting sensitive-content services in the medical niche calls for a careful balance between expertise, ethical standards and Google's requirements. On projects like this, it's not enough to just set up the ads correctly - you also need to account for platform restrictions and get the campaign through the search engine's moderation.

Working with Clinica28, the Sprava Agency team was able to build a strategy, launch campaigns without getting blocked, and eventually start generating conversions from both Google Ads and organic search. Here's exactly how we did it.

Clinica28 in Kyiv is the first Ukrainian clinic to offer surgical treatment of salivary gland conditions, ranging from endoscopic stone removal to complex procedures that preserve the facial nerve. This private clinic also performs ENT surgeries, including rhinoplasty, septoplasty and endoscopic sinus surgery. Aesthetic face and body surgery is a popular area too, covering blepharoplasty, lipofilling, breast surgery, abdominoplasty, intimate surgery, liposuction and more. In every plastic procedure, the surgeons' goal is to preserve the patient's natural beauty.

Before our team took on the project, Clinica28 already had strong social media marketing, but the site wasn't showing up in Google search results. The client wanted people to be able to find the clinic through search and reach out to its professional surgeons for a consultation.

We started with a standard Google Ads launch, but given the clinic's sensitive subject matter, the site's ad campaigns kept getting blocked. Over two months, we went through the site looking for sensitive content, worked with the client to revise and retouch it, and moved some material with delicate visual elements to social media only. This comprehensive approach eventually got us through the search engine's moderation.

We then launched a general campaign slowly and cautiously. Once we confirmed the ads weren't getting blocked, we split them by service line, set appropriate budgets and started working toward conversions.

After 3 months of uninterrupted ad performance, we began scaling the results. And by month 5, we had optimized the site's content enough to start pulling in conversions from search as well.

PPC specialist at
Sprava Agency

This project was interesting mainly because of the services involved and how they needed to be positioned. Despite the challenges tied to this niche, the site ultimately passed moderation.
Once we solved the display restriction issues, an equally important stage began: setting up the ad campaigns properly. Because Clinica28's services are centered on preserving natural beauty, the clinic itself sometimes turns away patients whose requests don't fit its approach. So another challenge was finding original ways to promote services that might not have obvious keywords attached to them. Even so, thanks to close communication with the client, we managed to pull it off.

Head of Project Management Department at
Sprava Agency

Our agency has extensive experience working with medical practices. While promoting Clinica28's services, we went through the site step by step, clearing out sensitive content and passing the necessary checks. We started with small ad budgets. Once we got through moderation, we deliberately avoided adjusting the campaigns for a while, just to make sure no further blocks would happen. We only began making changes after a full month of ad impressions, introducing them gradually and watching closely how Google responded to each move.
The client, for their part, listened to our recommendations and implemented site changes quickly. In the end, we worked together to bring the project to a stable level of conversions.

This project proves that even a site with a complex or sensitive subject can be successfully promoted on Google. The key is understanding the ad platform's requirements, respecting the specifics of the niche, and moving forward step by step without putting the ad account at risk.

For every business, we build a custom promotion strategy shaped around the specifics of its services, its competitive landscape and its goals. If your project calls for an unconventional approach, the Sprava Agency team can help you find an effective solution and build a strategy that delivers the results you're after.

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SEO

Ukraine

Promoting Clinica28's services: passing Google's ad review and steady conversions from Google Ads

Clinica28: salivary gland surgery, ENT and plastic surgery procedures

Promotion before working with Sprava Agency, and the client's expectations

How the project unfolded

What the client got out of the partnership